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Ideas/Section-8
During the past month
I have heard several complaints about people (mostly beginners)
stealing ads from publications, placing their own name and address
over the advertiser's and using this new advertisement as their
own. Unfortunately, these people have no idea that they are "cutting
their own nose off to spite their face," and I hope this report
helps them.
Scenario #1
Some people who commit this crime don't
even realize that what they are doing is wrong. They came from a
crowd of people who supplied them with camera-ready ads to run over
their own name. They think it's perfectly customary to find an attractive
ad in a publication and do the same thing they were taught.
But, unfortunately, people like this are missing a key point. Ads
supplied by the actual manufacturer (or Prime Source) of a product
you are given permission to re-sell is customary since the original
Prime Source gave you permission to do so. But when you cut out
an advertisement that was paid for by another company, you are NOT
legally required to use it as your own without their explicit permission.
Plain and simple. Doing so will place you in violation of copyright
laws and place you in jeopardy of heavy fines and possibly jail.
The only legal way around this is to use the advertisement you considered
stealing as a "role model." Use the general idea to design
your own different ad or promotional piece but never copy anything
word-for-word. I personally go by the rule that at least 70% of
any sentence must be my own and 30% be the original sentence I am
trying to duplicate (if I find an article or ad wording that I especially
like and want as my own).
Remember this the next time you even consider stealing an advertisement
from another company without their permission. You don't know how
much money this company might have. If you defame their character
to any degree, they might sue you and have the money to hire the
best attorney to repossess your car, house, etc. if you don't pay
the lawsuit. Yes, folks -- it's risky business to steal advertisements
and other services from another company!
So, STOP DOING IT!
Scenario #2
The next scenario concerns a person who
steals ads only with the greedy intentions of conning people and
stealing money.
This type of person will read an advertisement in a publication.
Let's use a Print and Mail ad as an example. They will cut this
ad out, cover up the original advertiser's name and address with
their own, advertise the ad, collect the money and NOT fill the
orders.
I can't tolerate any type of person that would commit this senseless
crime. Because, not only are they robbing the unsuspecting customer,
but they are discrediting themselves and their business, as well
as the real person offering the Print and Mail service. So why should
100s of people pay for this person's ego trip of generating free
money? Is money really worth hurting all those people? If so --
this is a very SICK individual. Their life will be filled with grief
and fear. How sad!
Summary
I know that most people are not like the
scenario pictured above. I have more faith in people than that.
Therefore, this report is only directed toward those who are involved
in this illegal act by innocence. It is meant to help them understand
the horrible consequences of doing something they may consider "not
that big of a deal."
Besides, you should already have enough pride in your business to
NOT want to copy what everyone else is doing. Sure, I understand
that you may want to follow in the footsteps of a company who is
more successful than you are -- but you are a unique individual.
No one has a business like yours. So do your own thing!
